Amazon Wins Best Super Bowl Commercial of 2018

07 February 2018, 12:49 | Austin Hogan

Credit CNN VAN

"Amazon used a cast of celebrities that focused us on the brand, reinforced the equity in Alexa, and ultimately was fun to discuss and share with those around you", saidDerek D. Rucker, Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at the Kellogg School of Management at Northwestern University.

Put differently, if Alexa is picking up some gaps or detecting any similar anomalies in the spectrum, then it'll just ignore what it's hearing, such as its wake word and other commands.

The company can obviously anticipate major ad events like the Super Bowl, and modify the sound files to prevent a false wake-up. The first commercial you'll see is the release date announcement and teaser for Tom Clancy's Jack Ryan, starring John Krasinski as the titular character. But not all viewers will spend the evening glued to their TVs just to watch the New England Patriots and Philadelphia Eagles go head to head on the football field.

"The 90" spot, created by ad agency Lucky Generals, debuted during the fourth quarter of Super Bowl LII.

Companies spend as much as $5 million to show a 30-second ad during the Super Bowl, so the pressure is on to connect to viewers with memorable, often amusing messages.

Cardi B makes a second appearance in the ad after a man asks to hear some country music. She seems to be everywhere these days, including at the top of the charts. That's the type of content I love and what Ramsey does best, so that was so brilliant.

USA TODAY's Ad Meter is an annual survey taken of the ads that run during the Super Bowl, through a live poll.

Amazon asked what would happen if Alexa lost her voice and even threw in CEO Jeff Bezos to the mix.

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